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Best practice: What pages to add on an E-commerce website

A multi-pages website is crucial for any type of business that sells products or services online. When your site consists of several pages, it improves content organization, helps navigation, and boosts search engine visibility. A multi-page website also gives you space to adapt to business changes: show new arrivals, highlight limited offers, etc.

In this guide, you will learn what key pages to add on your Instant Site and what content to provide on each page.

Essential pages for an E-commerce website

As a business owner, you may need an online presence for different purposes: to sell online, tell about your brand, showcase bestsellers, and so on. Depending on your goals and on how much information you want to share, the number of website pages may vary.

In Ecwid (aka Lightspeed eCom), you can add up to 100 pages on your site. Each page can have its own topic to guarantee an excellent shopping experience for potential customers.

The pages that your E-commerce website may benefit from are the following:

  • Homepage
  • About us
  • Online shop
  • Highlights of products, services, or special offers
  • Delivery & return info
  • Customer reviews
  • Contacts and locations
  • Frequently asked questions (FAQ)
  • Legal pages

You can use some of the pages listed above, or create a page specific to your business needs.

Keep in mind the page length. The general rule of thumb for content is to stay between 200 and 1,000 words per page, depending on the topic complexity and objectives. The main goal of website content is getting your message across effectively and enticing your reader to take action, while being concise.


A homepage serves as the virtual storefront of your website, offering a compelling snapshot of your brand identity and key offerings. An effective homepage should feature a clean and intuitive design, with clear navigation to guide visitors.

Concise headlines, engaging visuals, and clear calls-to-action capture attention. Since you build a multi-page website, try not to overwhelm the main page with information, keeping it sweet and short. You can add relevant content to the separate pages and provide links in the navigation menu.

Remember that you can always change the design and main message of your homepage. For example, add seasonal promotions or information about opening a new store.

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About us

The “About us” page serves as a window into the essence of your brand, giving customers a deeper understanding of what sets you apart.

On this page, tell your brand story. Dive into the origins of your business, introduce people behind it, share the inspiration for starting a business, or tell whatever you feel is important for people to know and what makes your business stand out.

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Online shop

You can add an online store to any page of your website (or turn into a catalog and even or hide. You can dedicate a separate page for it, and additionally highlight bestsellers or special offers. For example, you can show items from key categories in the slider, and then add your shop:


Product highlights & special offers

Think of a page as a tool to draw your customers attention to particular products, exclusive offers, or new arrivals. No matter what you sell, physical goods, services, music, art, or anything else, you can highlight particular items on a page. Imagine a page showcasing items from a new collection, with detailed descriptions and high-resolution images that explains every nuance of your must-have products.

Having a detailed description also serves well when it comes to SEO: when you add keywords on the page, the search engine robots find those words, and show relevant content to people who search related goods.

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Delivery & returns

The most common question from customers is about shipping. To address these concerns, describe all the ways you deliver goods, the approximate delivery time, and your policy on returns. If you ship internationally, it’s a good idea to list all the countries that you ship to.

And if you don’t offer shipping, you can create a page about payment methods.

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Customer testimonials

Adding customer reviews to your site builds trust, credibility, and provides social proof, influencing potential customers positively. Reviews are especially useful for people who are new to your brand, and searching for firsthand experiences.

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Contact and locations

You can provide your contact and offline store addresses on the homepage, but if you have several brick and mortar stores and want to make an impression of a transparent and accessible company, you can have a separate page about it.

On the page, provide email, phone numbers, and social media links to ensure that your customers can effortlessly reach out to you. For those with physical stores, you can add a section with a location that will show the map with the exact address to improve the customer experience. That way, you empower your audience with the information they need, fostering a stronger connection between your brand and your customers.

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A page with frequently asked questions addresses the most common queries that potential customers may have. By proactively providing answers to questions related to shipping, returns, product details, and more, you not only demonstrate transparency but also save time for your support team.

Having a FAQ page leads to increased customer satisfaction, reduced inquiries, and a more efficient customer journey. Additionally, a well-crafted FAQ page contributes positively to your website's SEO by incorporating relevant keywords and providing valuable content. The page also works well if your products have specific requirements or conditions of usage.

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Legal pages

Legal pages are crucial components for an E-commerce website that ensure compliance with various regulations. Having essential legal pages such as Privacy Policy, Terms of Service, and Disclaimer builds trust with visitors and protects your online presence.

Your Ecwid store has a special setting for legal pages, so you don’t even have to create a separate page for them in the site editor. All you have to do is go to Settings → Legal in your Ecwid admin and add legal pages. Once you do that, they will automatically appear in your site footer. Customers can click the links in the footer to open your policy or terms of service.

What is more, you can ask customers to agree with legal pages at checkout to comply with laws and regulations of your country:

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